Elin Nilsson, PhD is a researcher in consumer behavior and marketing at Umeå School of Business, Economics and Statistics, Umeå University. Her main research interest is in retail, store selection, digital interaction and consumer behavior. Her internationally award-winning doctoral dissertation touched on what influences consumers' choice of grocery stores and how different situations affect choices. In her postdoctoral fellowship from the Swedish Trade Council, she has focused on how online interaction (such as gamification and social media) affects consumers' buying behavior. Elin's research also includes digital servicescape, service dominant logic and co-creation.
Elin has published in scientific journals such as: Journal of Services Marketing, The International Review of Retail, Distribution and Consumer Research, Service Marketing Quaterly and the International Journal of Retail and Distribution Management. Elin has been apponted qulified teacher and has extensive experience of being a moderator and lecturing and holding workshops for students as well as companies and other stakeholders. She is passionate about retail and has a solid knowledge of the industry, consumer behavior and digital interaction.